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Reasoned Action Theory

  • By: Kathryn Greene
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

The theory of reasoned action (TRA or ToRA) is a widely used and strongly supported persuasion theory developed by Martin Fishbein and leek Ajzen to identify components that predict behavior. TRA proposes a causal model of the cognitive processes leading to behavioral decisions. In ...

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